Making it official with Midnite at the 2026 Masters

Midnite, the official UK betting and casino partner for the 2026 Masters, aspired to be the main brand presence among snooker fans for the week-long tournament at Alexandra Palace after the success of its previous sponsorship at the World Snooker Championship in 2025.

As Midnite's PR agency, Press Box PR executed two campaigns which ran throughout the tournament to ensure Midnite was synonymous with snooker.

The Masters sees the world’s top 16 snooker players compete against each other for the prestigious Paul Hunter Trophy. So PBPPR brought back the Midnite Maximum where 16 fans, who were selected at random before each session, would win £1,000 if a 147 break occurred. 

This was an iteration of the Midnite Maximum from last year’s World Snooker Championship where Midnite gave one fan per session the chance to win £25,000 if a 147 was hit. Mark Allen achieved a maximum break at the Crucible as one lucky fan walked away with the huge cash prize.

The second campaign during the 2026 Masters saw former world champion, Ken Doherty, transport fans to the entrance of Alexandra Palace - free of charge - via the Midnite Shuttle on the day of the final.

In order to promote the Midnite Shuttle, PBPR organised an exhibition match between Doherty and Jimmy White in front of 200 fans in the Midnite Lounge, a free space for supporters to enjoy in-between sessions.

Running two campaigns simultaneously ensured maximum brand recognition for Midnite with snooker fans during the championship, reinforcing Midnite’s aim of putting fans first through innovative activations.

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Midnite VP of Commercial Ryan Murton said: “The sponsorship of the World Snooker Championships was Midnite’s first major sports partnership and we are delighted with how it went, thanks in no small part to Press Box PR’s involvement.

“The Press Box team played an integral part in bringing the activation to life, from ideation, to execution.

“The Press Box team were involved from the start, attending workshops with us and World Snooker Tour, through to being our feet on the ground liaising with third parties and the public, to media outreach and liaison.

“The team are a pleasure to work with and we could not have asked for more to maximise the value from this activity.”

Peter Wright, Chief Commercial Officer of World Snooker Tour, said: “The Press Box PR team ignited Midnite’s partnership with WST with original ideas, creativity, resourcefulness and hard work.

“We have extensive experience partnering with gambling brands and our whole team was hugely impressed with how Midnite’s sponsorship was brought to live with a variety of campaigns throughout the whole tournament.

“The Press Box PR team were a pleasure to work with before, during and after the tournament and everyone at WST was thrilled with buzz created and resulting coverage associated with the partnership.”